Adidas, Nike, H&M and Zara face competition from far more agile Chinese brands.

A former Apple, Microsoft and Google employee, Kai-Fu Lee is the world’s leading specialist in artificial intelligence. This Taiwanese computer scientist has even become a legend among China’s new tech generations.

After three years of chaotic management of the health crisis, the Chinese economy is showing worrying signs of running out of steam, and many in business circles want to see the lifting of these restrictive measures as a return by Beijing to a pro-business policy.

Absenteeism is further accentuating “the risk of disruptions to supply chains, which have already been damaged by the pandemic and the war in Ukraine”, says Sandrine Zerbib, a specialist in China’s consumer sector and co-author of the book Dragon Tactics (Dunod).

https://atlantico.fr/article/decryptage/comment-carrefour-a-rate-les-evolutions-rapides-du-marche-chinois-dragon-tactics-consommateurs-erreurs-echec-difficultes-magasins-marque-sandrine-zerbib-aldo-spaanjaars

Sandrine Zerbib and Aldo Spaanjaars publish “Dragon tactics Les tactiques des entrepreneurs chinois pour mieux diriger dans l’incertitude”, published by Dunod. Huawei, Alibaba, Tencent, Xiaomi… these companies have converted China to the consumer society, conquered a share of the world market and become masters of high-tech, despite economic, social and political ups and downs. They have developed a formidable ability to bounce back and tame uncertainty.

In a country like China, where uncertainty is linked to political decisions, entrepreneurship requires specific strategies to adapt to this type of external shock. In Dragon Tactics, Sandrine Zeerbib and Aldo Spaanjaars present the strategies chosen by Xiami, Tencent and Huawei. The Western world is increasingly interventionist and political, and therefore uncertain, as the indirect consequences of political decisions are often underestimated. For investors, forecasts from economic institutes, central banks and official statistics remain useful, but insufficient. The lessons of history and geopolitical as well as economic and financial knowledge will be even more decisive.

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